Web-Analytics (5 cr)
Code: HBD30300-3003
General information
Enrollment
04.01.2021 - 10.01.2021
Timing
11.01.2021 - 21.05.2021
Number of ECTS credits allocated
5 op
Virtual portion
5 op
Mode of delivery
Online learning
Unit
School of Business
Teaching languages
- Finnish
Seats
0 - 37
Degree programmes
- Bachelor's Degree Programme in Business Management
Teachers
- Teemu Laitinen
Groups
-
HTL18IYLiiketalous
-
ZJA21KHAvoin AMK, lita
Objectives
The student understands the company's overall strategic planning and its components, and how social media is associated with strategies. The student is able to manage goals in business plans, whose performance is measured by analytical methods. Students master the most important free web and social media programs and have a vision of commercial applications that can be used in different analysis sites.
Content
The starting point for the business is a business plan, implementation of which is monitored by analytical programs. Strategic planning: business concept, business idea, strategies, annual plans. Strategy creation and goal/aim setting: aim/goal/objective requirements (SMART). The relationship between goals and means and their operationalization as measurable goals (strategic plans for web sites and social media). The logic of goals and conversion points, coupling to buying and selling funnels, and the role of social media in the purchase line / sales funnel.
Analytical methods: web pages (Google Analytics), social media (Facebook: Insights, LinkedIn: Analytics, Twitter: Analytics: Instagram: Analytics: Pinterest, Snapchat :) and commercial analysis programs. Interpretation of the results and implementation of marketing decision making.
Additionally: website usability analyzes, (SEO) search engine optimization tools, and content management tools / analysis software.
Learning materials and recommended literature
Expert articles, application websites, lecturer's literature.
Alternative completion methods
Lectures, exam (60%) and exercises (40%).
Student workload
35 h lectures, 60 h , 40 h exercises
Further information for students
Participation in the study module requires digital marketing and social media courses. As a separate course, the course can not be completed without basic knowledge.
Evaluation scale
0-5
Evaluation criteria, satisfactory (1-2)
5 The student knows how to evaluate the goodness of web pages and is able to utilize analytics in optimization
4 The student is able to utilize optimization and analytics in theory well
3 The student is able to utilize analytical methods and optimize satisfactorily
2 The student knows the analytics and optimization of applications
1 The student understands the importance of optimization in web traffic.
Prerequisites
Digimarketing, social media marketing. An adequate number of digital marketing and social media marketing studies.